Shaping Presidential Campaigns

Abstract

Abstract In presidential electoral politics, strategies that are novel and innovative in one campaign quickly become part of the established campaign tactical arsenal. During Campaign ‘96, the presidential candidates pursued the new media routes that were forged in 1992, such asap pearing on interview programs and participating in electronic town meetings. In addition, candidates stepped up their use of the Internet in the election, a political technological innovation that was nascent in the previous contest. In fact, candidates who did not make use of available new media outlets in 1996 faced criticism that was unheard of in 1988. Bob Dole, who actually made widespread use of new me dia tactics, was chided by Republican leaders and talk show hosts for not making enough use of the talk radio airwaves in his quest for the White House, a situation he quickly remedied.